Huel advertisements banned over irresponsible dietary claims

The Advertising Standards Authority (ASA) has banned promotional advertisements from the meal replacement brand Huel, ruling that the campaign encouraged irresponsible dietary practices. The advertisements, which appeared on Instagram and YouTube, featured Huel founder Julian Hearn and brand ambassador Spencer Matthews.

The content included an anecdote about an ultramarathon runner who reportedly won a 260-kilometer race while consuming only Huel. The ASA upheld complaints that the video suggested such a diet was compatible with elite athletic endurance and could serve as a complete replacement for conventional food. The regulator also ruled that the ads made unauthorized health claims by implying a direct causal link between Huel consumption and high-level endurance performance.

Huel defended the campaign, stating the video was intended to correct misconceptions and position the product as a supplement to a balanced diet rather than a total substitute. The company noted that Hearn explicitly stated in the video that consuming nutritionally complete whole food is ideal. This regulatory action comes as the Hertfordshire-based company undergoes a major acquisition by the French conglomerate Danone.